Hot on the heels of establishing is Xtraordinary Channel programme, the Xerox Channels Group (XCG) has received its first order, which was in excess of 500 units from South Africa`s premier retail chain, Incredible Connection.
Laurence Friedman, group purchase manager at the local chain, says demand for Xerox entry-level laser and inkjet printers as well as personal copiers is picking up well given the limited exposure the range has received to date. "Together with Xerox we are in the process of training staff at all branches of Incredible Connection nationwide.
"This instruction will give individuals within our stores the confidence to sell the product. This is consistent with our policy to train staff to provide advice on the correct products to address the customer`s needs," he adds.
"The Xerox range satisfies all five important criteria of a successful retail item: a recognised brand name, good pricing, a wide product spread, excellent price/performance, and a low TCO (total cost of ownership)," he says.
On this last issue Friedman says buyers typically only begin to consider this an issue after realising the costs involved in operating a printer. "This often only becomes clear after the purchasing decision is made - when consumers begin to realise how much it can cost to run a printer or copier."
With most brands, Friedman says it is possible to spend as much as four times the cost of the printer on ink or toner cartridges, paper and maintenance in the first two years.
"As a retailer it is our job to keep our customers informed and ensure they make the correct buying decision. Therein lies the secret to repeat business and a happy customer."
Local marketing manager at XCG, Angie Samuel, also subscribes to this belief. "Xerox too must play a part in the interest of retail customers. We have to build and maintain a strong long-term relationship with the Connection Group by running regular staff training sessions and offering strong after sales support through our countrywide service outlets," she says.
Joint marketing is another area in which the two companies will be cooperating. "Several in-store promotions and an advertising campaign have been conceived for the next few months," comments Friedman.
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